Clean Up Your Data

Data is a part of our daily lives. And I don’t just mean here at The Mailing Department, everywhere you look today you will see data. It’s the street sign where you live, it’s the phone number where you work, it’s the address of the grocery store you will stop at on your way home tonight. Everyday new addresses are added and the accuracy in this data is paramount. Even existing addresses are being updated and ensuring that this data is accurate is a never-ending process.

In processing data for our customers, we are not only cleaning, correcting and standardizing. We are also updating with new addresses and removing records when a company closes or a person moves without giving the post office their new address.

After processing this data we will often provide the clean and updated information back to our clients. When we do this we will include both the new up-to-date information as well as the original data they provided. Deciphering “why” an address is in error is not always an easy answer. Our software does provide a “return code” for all addresses to give insight into the accuracy and “why” an address might have issues. These codes are often just a number, sometimes they are accompanied by a letter or two. I will just be focusing on the numbers for now.

Keep in mind, an address that the USPS software considers an error doesn’t always mean it is not deliverable. For example, a school might be located at “5th & Main” and the carrier might know where to deliver that mail, but that doesn’t mean the address is a good and complete address. In order for an address to be “complete”, it needs a valid building number and a street name, complete with predirectional and suffix if needed. To read more blog posts about good addressing, check out our category for data hygiene.

Now for the return codes. There will be a column included in any return file we send you, it will be a two digit field with the heading of RE (because it’s only two characters wide). If you’re not sure which column you’re looking for, please contact us. Here are some of the most commonly seen codes you might receive and what they mean. NCOA return codes are included in this list.

• 10 – Invalid Address
• 11 – Invalid City/State/Zip
• 12 – Invalid State
• 13 – Invalid City
• 17 – Insufficient data
• 21 – Address Not Found
• 22 – Multiple Response (most likely data is missing, such as an apartment number)
• 23 – Error in Primary
• 24 – Error in Secondary
• 26 – Box Closed (NCOA Only)
• 27 – No Forwarding Address (NCOA Only)
• 28 – Foreign Move (NCOA Only – new address is not provided)
• 30 – Vacant
• 31 – Single Response
• 32 – Default Response (A match was made but a more specific Zip+4 is available if other information were included, ie: Suite number)
• 33 – Non-Deliverable
• 36 – Individual Move (NCOA Only)
• 37 – Family Move (NCOA Only)
• 38 – Business Move (NCOA Only)
• 39 – LACS Conversion (address recently updated for 911 emergency)

Return codes 31 and 32 are the most common codes and in a majority of times will mean the address is good. If other information is missing, such as the plus4 on the zip code, then there other issues with the  validity of the address, but is most likely deliverable. And address that does not have a plus4 on the zip code will mail at a higher postage rate.

If a list we return to you has a code not listed above, or you need more information on what might be wrong, please ask. If you are sure an address is correct and you’ve verified it on the USPS zip code look-up site and it still says it’s an error, then a call to the USPS is your next step. Contact the USPS Address Management Services to let them know there is an error in their database. We would be happy to do this for you, however, the complaint must come from the address holder, not a third-party. Here is the contact information for address corrections:

Phone: (800) 238-3150
between 7:00 am and 5:00 pm CT

Email: incsc@email.usps.gov

Address:
PRODUCT AND SERVICE INFORMATION
NATIONAL CUSTOMER SUPPORT CENTER
UNITED STATES POSTAL SERVICE
6060 PRIMACY PKWY STE 101
MEMPHIS TN 38188-0001

Adventures of a Data Profiler

In our business, we spend much of our time on data quality. Because if we can’t read it, how will the US Postal Service be able to read it (let alone, deliver it)?

Some data is so bad that we’re tempted to call someone from CSI to analyze the clues in order to decipher the address. We sometimes surprise ourselves when we’re able to figure out some of these obscure addresses. Just call us the data profiler – getting into the minds of data entry clerks everywhere. See how many of these you can figure out! (answers at the end)

PRDS PNT

HRBRGT

BCCNR Way

MICIGHAN

BRDWY

BWY

NATL

INTL

PIKE

ELVIJ

MLK

TECH

Drfeld Pkwy

BRDFELD BLVD

Gran Rdge Dr

CROSSRDS PKWY

LEX AVE

AV of The Amrcs -or- AVE of Americas

EXEC

CPTL OF TX HWY

MKL BLVD

ENTP

Ancioch

Vly Cntre

700 STH 72ND ST -or- 700 SO 72ND ST

502 CCIL G COSTIN SR BLVD

950 E PACE FERY RD NE1900

Things to keep in mind when analyzing data…

Park Way should be Parkway (no space) and Traffic Way should be Trafficway

The proper abbreviation for “Route” should be RTE, but we often see it as RT.

The USPS provides a list of common (US) abbreviations. Anything not using these formats may be labeled a bad address.

A common mistake in addressing is to put a unit or suite number at the beginning of a street address…or in some cases, in the middle!

  Suite 850 3700 Lincoln Center Drive – incorrect

  3700 Suite 850 Lincoln Center Drive – incorrect

  3700 Lincoln Center Dr, # 850 – correct

We list our address lines from the bottom up, like this:

Name
Company
Address2
Address1
City, State Zip

We do it this way because we consider “address1” to be the main address information and “address2” is considered secondary. However, many times, we receive the data in the opposite format – but the delivery address must always be the line directly above the city/state/zip – without exception. A delivery address is a street address or PO Box.

With this formatting in mind – the unit/suite numbers or departmental information should be in Address2 in order for USPS software to read and standardize the address correctly. Example:

John Smith
Acme Company
Mailstop: IL001
345 Main Street Suite 12
Anytown IL 67890

We will also sometimes see the city or city AND state in the duplicated in the address2 field. Although this will not cause a problem for standardization, it doesn’t look very professional. Example:

John Smith
Acme Company
Suite 12 Anytown IL
345 Main Street
Anytown IL 67890

Data quality is a very important issue in our business. We take it very seriously – maybe too seriously. Which is why when we see strange and inventive data entry, we sometimes have to stop and chuckle. And then we marvel at our own “profiling” abilities when we’re able to decipher the addresses and correct them.

If you have questions about data quality – or maybe you’re just not sure if an address is correct, please contact us. If you’re interested in checking out an address yourself, we recommend using the USPS’s ZIP code lookup website, it’s definitely worth bookmarking.  

And now for the answers to the mixed-up data entries we gave to you earlier – how many did you get right?

PRDS PNT = Paradise Point

HRBRGT = Harborgate

BCCNR Way = Buccaneer Way

MICIGHAN = Michigan

BRDWY = Broadway

BWY = Broadway

NATL = National

INTL = International

PIKE = Often means Turnpike

ELVIJ  - this one was tricky – first say it out loud: LBJ and then you can figure it out to be Lyndon B Johnson Hwy (in Texas) – Lyndon does need to be fully spelled out!

MLK =  Martin Luther King, which sometimes has to be fully spelled out as “DR MARTIN LUTHER KING JR”

TECH = Technology or Technical…..good luck!

Drfeld Pkwy = Deerfield Parkway

BRDFELD BLVD = Broadfield Blvd (Houston)

Gran Rdge Dr = Granite Ridge Dr

CROSSRDS PKWY = Crossroads Parkway

LEX AVE = Lexington Ave, NYC

AV of The Amrcs = Avenue of the Americas

AVE of Americas = Avenue of the Americas (must be fully spelled out)

EXEC = Executive

CPTL OF TX HWY = Capital of Texas Highway

MKL BLVD = Martin Luther King Blvd

ENTP = Enterprise

Ancioch = Antioch (street name in Georgia)

Vly Cntre = Valley Centre

700 STH 72ND ST -or- 700 SO 72ND ST = 700 S 72nd St (So. used to be an acceptable abbreviation for “South”)

502 CCIL G COSTIN SR BLVD = 502 CECIL G COSTIN SR BLVD

950 E PACE FERY RD NE1900 = 950 E PACES FERRY RD NE STE 1900

So how many did you get right? If you enjoyed deciphering these addresses, you might just have a place in the direct mail business…or you’re just a data geek like us.

NCOA – Things to consider

I’m sure you’ve all heard it before: NCOA is a GOOD thing. It gives you valuable feedback on the quality of your list. It helps to eliminate UAA mail (Undeliverable As Addressed). It allows you to update and remove records…saving you money (on printing and postage). However, it never ceases to amaze me when some customers get upset that we are updating their database with more accurate records.

When comparing your database to the National Change of Address file, records will be deleted that do not have a forwarding address. These are those same records that, if sent First-Class or have an ancillary endorsement, will come back to you with that big yellow sticker on them. The one that says “Forwarding Order Expired”.

NCOA will also update the address to a new one (if there is one on file). Without NCOA, those are the pieces that come back with a big yellow sticker with a new address. So why pay for the postage for pieces that will come back – using NCOA means you can update your list BEFORE you send out the mail (and we don’t charge extra for it either!).

Some customers are reluctant to have their database updated because they are positive that they have the most up-to-date correct data. For them, we just remove any record that has a change and return the list to them so they can be mailed out full rate (or whatever the customer wants to do with them).

If you (or your customer) is reluctant to have records updated, consider these three reasons why a record might be updated and needs attention (note: this doesn’t mean NCOA has the correct data, but it’s a reason why updating is a useful tool for data hygiene):

• A temporary change was filed and the form was filled out incorrectly – this would result in all of your customer’s mail being forwarded!
• Someone else in the home made a move request and has a similar name – this may also result in the wrong mail being forwarded!
• Identity theft – someone else claiming to be the homeowner made a change request.

So even if the NCOA data is not correct – it’s important to look at those removed/updated records and ensure your data is clean. If you do find an error in the NCOA file, then the address owner needs to make this correction. To correct NCOA errors, an addressee should call, email or write to USPS Address Management Services (I recommend a phone call!):

Phone: (800) 238-3150
   between 7:00 am and 5:00 pm CT

Email: incsc@email.usps.gov

Address:
PRODUCT AND SERVICE INFORMATION
NATIONAL CUSTOMER SUPPORT CENTER
UNITED STATES POSTAL SERVICE
6060 PRIMACY PKWY STE 101
MEMPHIS TN 38188-0001

Preventing Undeliverable Mail

In fiscal year 2004, the Postal Service handled 9.7 billion pieces of undeliverable-as-addressed (UAA) mail at a cost of $1.85 billion. The Postal Service and direct mailers have been working together to reduce the number of UAA mail to save cost all around. Less UAA means less work for the post office and less postage for mailers.

Effective Nov. 23, 2008, the Postal Service is increasing its effort to improve the percentage of deliverable mail by revising the Move Update standards. The Move Update standards provide ways for mailers to reduce the number of mailpieces that require forwarding or return by the periodic matching of a mailer’s address records with customer-filed change-of-address orders. The final rule published Sept. 23, 2007, included the following changes related to Move Update processing:

• Increase the minimum frequency of Move Update processing from 185 calendar days to 95 days prior to the date of mailing.
• Extend the revised Move Update standards to include all Standard Mail (letters, flats, parcels and Not Flat-Machinables), as well as automation-rate and presort-rate First-Class Mail.

There are currently four approved methods for meeting Move Update requirements: Address Change Service (ACS), National Change of Address Linkage System (NCOALink), FASTforward, and ancillary service endorsements except for Forwarding Service Requested. Alternative methods that require separate approval also are offered for First-Class Mail mailings. Mailers must use one of the preapproved or alternative methods to meet the Move Update standard.

ACS

Address Change Service (ACS) is an electronic enhancement to traditional, manual methods of providing change-of-address (COA) information to mailers. There are individual electronic fees for this process. This service is post-mailing and needs to be used in advance of mailings wishing to meet Move Update requirements.

NCOALink

National Change of Address Linkage System (NCOALink) is an address correction service provided to mailers through companies licensed by the Postal Service. This service is performed on an entire mailing list prior to sending out a mailing. A Processing Acknowledgement Form (PAF) is required to be completed by the mailing list owner prior to the service being provided.

FASTforward System

The FASTforward system consists of a Postal Service-owned and user-licensed computer system containing FASTforward name-and address-matching software and a change-of-address database. The FASTforward database is updated weekly.

Ancillary Service Endorsements

Any mailer may use one of the four ancillary service endorsements listed on the USPS Move Update website to request a printed notification of the addressee’s new address and provide the Postal Service with instruction on how to handle undeliverable-as-addressed mail. The most commonly used endorsement is Return Service Requested. When used with First-Class Mail the mailpiece is returned with the new address information affixed. No forwarding service is provided. This service is provided with First-Class Mail at no charge. The mailer then updates the address information in the file and may mail a new piece to the new address.

For an address to meet the Move Update requirement using ancillary endorsements, the mailer must send at least one letter or card to the address with an approved ancillary service endorsement within 185 days before reuse of the address in a First-Class discounted mailing. To complete the Move Update process, the mailer must make the address changes received as a result of the use of the approved ancillary service endorsement. It is recommended that mailers retain address correction records for up to two years.

Keep in mind, to complete the Move Update process, mailers who rely on ACS or on-piece ancillary service endorsements without ACS, must incorporate the address changes received prior to subsequent mailings. Also, if an address used on a mailpiece in a mailing at one class of mail is updated with an approved method, the same address may be used during the following 95 days in another mailing as well as another class of mail, and meets the Move Update standard.

Mailpieces using an alternative addressing format such as “John Doe or Current Resident,” “Occupant” or “Postal Customer,” are not subject to the Move Update standards. Alternative address formats, however, may not be used on mailpieces with any extra service, such as Delivery Confirmation, with any ancillary service endorsement, or mail addressed to an overseas military post office.

For more information, please visit the Move Update information on the USPS website or contact your TMD representative.

USPS Website information: http://pe.usps.com/cpim/ftp/manuals/qsg300/q230a.pdf